The Distilled Spirits Council (DISCUS) has upped the demographic placement standard in its Code of Responsible Advertising Practices to reflect the 2010 Census data released showing that 71.6% of the U.S. population is 21+. Under the new guideline, beverage alcohol advertising and marketing should be placed in media only where at least 71.6% of the audience is reasonably expected to be above the legal purchase age (21+). The previous standard was set at 70% that was expected to be above the age of 21+, from 2000 Census data.
“The Census is the most comprehensive, objective and reliable survey of the current demographics of the U.S. population. As such, it provides a sound, fact-based measure for making advertising placement decisions,” said Peter Cressy, President of the Distilled Spirits Council. “In the spirit of our commitment to responsible advertising, effective today, this new demographic percentage will apply prospectively to all new purchases of advertising.”
RBR-TVBR observation: The guidelines certainly reflect the growing numbers of younger demos in the US. Therefore, 1.6% of programming out there will soon need to lose alcohol ad buys. This will likely apply to borderline programs where the prime demos are Persons 18-24 and Persons 18-49.